A taste of honey on Koro Ruapehu

Ātihau-Whanganui Incorporation is capitalising on its investment into Ruapehu Alpine Limited (RAL) by showcasing its Awhi branded products on the mountain.

An estimated 400,000 tourists and visitors who use the new Sky Waka Ruapehu gondola will pass through the Knoll Ridge Chalet located at the top of the gondola ride.

The chalet serves Awhi premium beef in its Pinnacles Restaurant, Awhi pies are available at the Pātaka and Four Peak Alley cafes, and there are plans to sell Awhi honey in the tourism retail shop.

Ātihau-Whanganui Inc Chair Mavis Mullins is proud to have this local produce available to visitors to the region.

“The majority of our lands sit under the shadow of Koro Ruapehu, he dominates our landscape and our wairua. He has been our guide, our confidante and the playground for our people for generations–we worship there, we celebrate there, and we play there,” says Mavis. “This was a golden opportunity to showcase our premium products through the culinary outlets on the maunga.”

The investment into the RAL venture was made with a lot of thought and deliberation.

“We have been a lot clearer where our focus should be and how our bond investment enhances our core business,” says Mavis.

Ātihau-Whanganui Inc CEO Andrew Beijeman says since the Sky Waka Ruapehu opening at the end of July, ticket sales have exceeded expectations.

Above: The new Sky Waka Ruapehu gondola

Images supplied by skywaka.co.nz

“In its first three weeks 17,000 sightseeing tickets were sold. If this continues RAL will reach its three-year projection in one year,” says Andrew. “This results in better revenue for us and our investment, plus a lot more people are eating our beef and buying our honey.”

A values meeting with Board members from each company provided a good understanding of the cultural and business benefits both wanted to weave into the venture.

“Our due diligence provided positive markers in terms of investment return, so our greatest time was spent ensuring there was going to be a commitment to cultural alignment,” says Mavis.

Sustained employment for locals will grow thanks to Sky Waka Ruapehu expecting to attract more summer visitors.

“This has positive flow-on effects, including more permanent employment opportunities and sales of Awhi brand products,” says Andrew.

Innovative design meant the new gondola has a reduced physical footprint with less towers, positioned to blend into the landscape. Wastewater treatment systems have also been improved.

The Ātihau-Whanganui Inc Board is also using this opportunity to learn more about the benefits of investing in tourism. The data collected through Sky Waka Ruapehu is available to the organisation and will aid in providing a better understanding of this sector.

“Looking ahead at the Central North Island playground, we do need to be thinking more about our tourism strategy,” says Mavis. “As we evolve and grow, we need to spread risk and diversify beyond the farm gate, and tourism could be the way we do that.”